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Teen spending up 6% as they trade athletic apparel for fashion

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Teen spending up 6% as they trade athletic apparel for fashion

While footwear was down and traditional athletic brands lost share, Target and brands including On gained ground, per a survey from Piper Sandler.

Piper Sandler surveyed almost 9,000 teens aged 13 to 19, and estimated that current total teen spending was about $65 billion. Teens self-report spending about $2,350 each per year.

The teen spending rebound represented a marked improvement from 2025, when average spending was down 6% year over year. This came despite 70% of teens saying that the economy was getting worse, up from 62% who said that in fall 2025.

While the combined value channel of off-price, discount and outlet retailers lost share with upper-income teens, 44% of that demographic said they purchased clothing from secondhand shops, up from 42% year over year. Amazon was by far the most popular online shopping destination, comprising about 50% of the upper-income teen online shopping share. Each other online retailer ranked in single digits.

In addition, Target was a popular destination for upper-income teen girls, with 50% saying they shopped there for apparel and footwear and 81% saying they shopped there for beauty and skin care.

In footwear, Nike, Adidas and New Balance continued to lead, with Nike accounting for 45% of the overall share. However, all three brands lost percentage points, while On gained share, especially with teen boys.

Teen girls’ fashion spend was driven equally by apparel and accessories, both up 13% year over year, while footwear spending was flat. The survey found that over a two-year basis relative to fall 2024, teen girls’ fashion spend rose 15%, driven by accessories (up 19%), apparel (up 18%) and footwear spend (up 1%).


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